If we compare Pakistan with other nations as far as tourism is concerned, we find out that very few countries offer such variety as does Pakistan. The reason being that Pakistan has got a very diverse culture, having natural endowments as well as historic treasure which I am sure is possessed by very few nations. The northern areas of Pakistan are like canvases that portray the joy and contentment bestowed by the inexhaustible beauty of nature’s boundless forms.
Pakistan is a home to some of the most beautiful and scenic places on earth but unfortunately our tourism industry is breathing its last. In a report presented at the World Economic Forum, Pakistan was ranked 113 in tourism out of the 133 countries. Needless to say, its the hub of mountaineering, the Karakorum range has some of the highest peaks of the world here such as the mighty K-2 (second highest peak after Everest), the Himalaya range also has its highest peak here commonly known as the Nanga Parbat (9th highest peak in the world), its famous as the killer mountain due to its extremely difficult tracks – even more difficult than Everest and K-2 and the third famous range is the Hindu Kush with its highest peak Trichmir – are all located in Pakistan.
It has its fair share of the famous ‘Silk Road’, the legendary Karakorum Highway, valleys full of cherry blossoms, beautiful weather, distinct seasons and of course, its very hospitable people.
But the beautiful valleys miss their admirers who once used to visit in great numbers to watch and bask in the glory of nature. That is because tourism has failed to reach its full potential. Worst, they dread that these tourist retreats are in danger of slipping further behind. Experts in the tourism industry pointed the fingers at the government for mismanagement of policies.
Last year, we had less than 2,500 foreigners visit our valleys. This number includes the Chinese who are building the Karakoram Highway. This means Pakistan is not encouraging increasing number of tourists to visit the land. Tourism assets have been downgraded and left to depreciate. They have poor infrastructure and there are hardly any Minimum International Standards (MIS). Due to lack of marketing strategy and funds, Pakistan has no influence in the international marketplace; no new capacity development areas have been identified for the last 20 years for short or medium term strategy purposes. Government’s tourism budget is focused more on fixed expenditures (salaries and establishment) than on research, marketing and promotion.
To secure its future, Pakistan must invest adequate funds towards tourism; by directing and mobilising a realistic proportion of the revenues generated for industry support. If the marketing, monitoring, management and maintenance of tourism resources of Pakistan are not adequately funded, the country cannot compete in international tourism and achieve social and economic objectives.
KOMAL SHAHID
Lahore
